SearchLove San Diego 2017 | Marcus Tober | Ranking Factors in a Mobile-First World
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With Google rolling out the mobile-first index in 2017, the performance of a website’s mobile version is more relevant than ever. In this session, Marcus will reveal the most important mobile Ranking Factors, with a particular focus on content. Secondly, we will illuminate keyword opportunities with a much larger search volume on mobile, and analyze user needs and content demands that differ between desktop and mobile. By analyzing brands’ websites that exhibit outstanding mobile performance, you’ll take away best practices for mobile search optimization in 2017.
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SearchLove San Diego 2017 | Marcus Tober | Ranking Factors in a Mobile-First World
- 1. Marcus Tober San Diego February 23, 2017 HOWTO SURVIVE IN A MOBILE-FIRSTWORLD (WHENYOU'VE SPENTYEARS OPTIMIZINGYOURWEBSITE FOR DESKTOP)
- 2. • Founder and CTO of Searchmetrics • Searchmetrics is a software company (SEO/Content Marketing) with 220 people in Berlin, London, New York and San Mateo • In LOVE with SEARCH since 2001 Marcus Tober
- 7. What does Mobile-First mean for my page? – John Mueller, Google, July 2016 What does Mobile-First mean? John Mueller – July 2016 “The general idea is that we want the same content available on your desktop site to be available on your mobile site”
- 8. The SAME Content? REALLY?
- 10. Browsing is different: Mobile vs Desktop
- 11. Same doesn‘t REALLY mean SAME Over 15,000 words Under 2,000 words
- 12. Ranking Factors Desktop vs Mobile ≠
- 13. Word Count 0 500 1000 1500 2000 2500 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Mobile Desktop 25% less on Mobile! v s
- 14. File Sizev s 0 50,000 100,000 150,000 200,000 250,000 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Mobile Desktop 33% smaller on Mobile!
- 15. Site Speedv s 6 7 8 9 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Mobile Desktop A second faster on Mobile!
- 16. Structure of elements: Mobile vs Desktop
- 17. Number of Interactive Elementsv s 0 50 100 150 200 250 300 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Mobile Desktop 40% fewer on Mobile!
- 19. Keyword distribution which searches are made on which device?
- 21. Looking for answers what will my baby look like 26% 65% 9%
- 25. Desktop vs Mobile Want a good example of a page with superior mobile visibility ideally
- 28. Content Marketing Challenges Worldwide, $145 billion1 is spent on the production and marketing of digital content. Source #1: Global Content Marketing Spendings 2014 - PQ Media (June 2015) Source #2: A New Era of Content (2015) – iProspect Only 1 in 5 pieces2 of content is ever consumed by real people and engaged with! = $116 billion is wasted!
- 33. Search is huge
- 34. Machine Learning Rank Brain Content Relevance 3.5 billion Google searches per day globally but… … the algorithm is more complex than ever!
- 35. So … which Ranking Factor matters most?
- 36. Ranking Factor: Content Relevance (Content Score) What’s the average difference in Content/Position?
- 37. Ranking Factor: Content Relevance (Content Score) 10% 20% 30% 40% 50% 60% 70% 80% 90% 1 3 5 7 9 11 13 15 17 19 Average Content Score 𝜌 = 0.43
- 38. Most used solution to create content (still!) • Lots of effort • Expensive • Unpredictable
- 39. Most used solution to create content (still!) It is our challenge to change people’s habits to create more better content
- 40. Our solution – Topic Explorer
- 41. Our solution – Content Editor Content Score
- 42. That’s not Rocket Science!
- 43. That’s a data-driven approach!
- 44. The best content strategies to reach your audience - wayfair.co.uk - +328 % in 2016
- 45. The best content strategies to reach your audience - springlane.de - +280 % in 2016
- 46. The best content strategies to reach your audience - Does quantity matter? -
- 47. The best content strategies to reach your audience - Does quantity matter? -
- 48. The best content strategies to reach your audience - Does quantity matter? - -85 % in 2 years
- 49. The best content strategies to reach your audience - Be really great in what you do! - Don’t do everything just a little bit!
- 50. The best content strategies to reach your audience + 68 % in 2 years - And do it great on mobile too!
- 51. The best content strategies to reach your audience In just weeks their search visibility will cross
- 53. May 2016 July 2016 August 2016
- 54. BUT Content needs to be different depending on User Intention
- 55. https://www.google.com/amp/s/www.buzzfeed.com/amphtml/twopoodles/ recipes-for-camping-food Rank #1 34 images Each image has short description Links to each recipe High Social Engagement User Intention = Inspiration! ✓ ✓ ✓ ✓ Search Query & Expectations Example: “cooking while camping” Good content structure: Ordered list✓ AMP and HTTPS✓
- 56. http://www.quickanddirtytips.com/house- home/food/how-to-cook-while-camping Rank #9 Only 3 images WAY too much text Lack of content structure User Intention NOT met ✗ ✗ ✗ Search Query & Expectations Example: “cooking while camping”
- 57. The user needs to feel happy with the result. User Experience But businesses often fail in providing the right content for the respective user intention ?
- 58. To engage perfectly with your audience, you’ll need … … the right content … in the right moment … on the right device.
- 59. • Google has 3.5 billion searches per day globally • 81% of online shoppers read product reviews or related information before making a purchase • But 79% of all purchases still happen offline Source: http://www.adweek.com/socialtimes/81-shoppers-conduct-online-research-making-purchase-infographic/208527 Online/Offline buying process
- 60. • 54% of offline shoppers conduct online research before they buy offline (ROBO: Research Online, Buy Offline) Source: https://marketingtechblog.com/robo-research-online-buy-offline/ Online/Offline buying process
- 64. There is no bestbuy.com ranking on 1st or 2nd page on Google.com
- 66. OMG! There is an incredible search volume behind this kind of informational -> transactional search…!
- 67. They JUST DON’T HAVE A PAGE to compare popular smartphone models with each other!
- 68. 6 6s 7??? Comparing iPhones
- 69. ? ? ? ?
- 70. To engage perfectly with your audience, you’ll need … … the right content … in the right moment … on the right device.
- 71. searchmetrics.com/sandiego-2017 Get the Slides! THANK YOU! SEE YOU IN =TEXT(TODAY()+235,"MMMM")SEE YOU IN OCTOBER!
Notes de l'éditeur
- Topic: How to survive in a mobile-first world (when you've spent years optimizing your website for Desktop) 35 min Description: With Google rolling out the mobile-first index in 2017, the performance of a website’s mobile version is more relevant than ever. This session reveals the most important mobile Ranking Factors, with a particular focus on content. Secondly, we will illuminate keyword opportunities with a much larger search volume on Mobile, and analyze user needs and content demands that differ between Desktop and Mobile. By analyzing brands’ websites that exhibit outstanding mobile performance, you’ll take away best practices for mobile search optimization in 2017.
- CHECK URL
- This is the quote from Google‘s webmaster blog.
- Until now the desktop page has been the basis for crawling and rankings. Google looks at the page and evaluate it. Also looks to see if there is a mobile version and whether it is good – this then influences the mobile search results.
- For the mobile-first index, the mobile page is the basis for crawling and rankings. Google now evaluates first the mobile version and then looks at any different desktop versions. At least in theory. What‘s important is that we don‘t really know yet how this is going to change website‘s evaluation so we shouldn‘t panic yet.
- Word Counts are in the versions that are first loaded – on mobile Wikipedia works with menus which open.
- Just to say what Ranking Factors are and that there are some coming up and that Desktop and Mobile are NOT the same.
- Ohne wiki
- Ohne wiki
- We can take this out if it is too much.
- Ohne wiki
- People use all kinds of devices to look for things. This is a guy looking for water with a divining rod. That‘s clear, right? Message: We need to know what people are looking for with what.
- Maybe we don‘t need this if we have the previous page – it‘s maybe too much?
- It seems great to rank 1st place on desktop but if 65% of search is on mobile and you are on 2nd (and you are behind the Apps) then clearly you aren‘t probably getting as much traffic as you think.
- Guess what? The desktop page looks great but the results are basically unreadable on mobile.
- It doesn‘t have to be like that!
- Joker is what you might get with the Batman quiz shown on the previous slides – he seems happy with the result!
- NB @Marcus – these are updated from the 2017 version of the study from Content Markting Institute – so numbers are new
- NB @Marcus – these are updated from the 2017 version of the study from Content Markting Institute – so numbers are new
- This is still the 2016 study because they don‘t have this question in 2017
- Search is huge!
- It’s just that we have to think more like our customers. Think more like businesses think. Question customers more…
- It works on Mobile too!
- It works on Mobile too! (Take this out?)
- Again – same mistakes are possible on mobile.
- And do it great on mobile too!
- This shows desktop visibility (couldn‘t get a comparison graph with mobile) but the message is the same.
- Quantity doesn‘t always mean quality!
- Who remembers Pokemn Go? Who still has it on their phone? It was only half a year ago! Was a massive spike in July but things move fast – Pokemon Go was relevant for maybe one month – see share price This means “publish and forget“ is dead. You have to stay relevant for long-term success.
- Generally, well ranking pages have longer texts. So there is a correlation… For some searches, results with shorter text are the best result for the user experience. What does that mean for Ranking Factors?
- http://www.adweek.com/socialtimes/81-shoppers-conduct-online-research-making-purchase-infographic/208527 https://marketingtechblog.com/robo-research-online-buy-offline/
- Okay, you`re a brand. You think, you‘re important online, right? Did you know how hard online competition is?
- CHECK URL: The joke with the Excel formula is we have Machine Learning write the slides. (the next Search Love is scheduled for London in October)